The press has always and continues to portray University students as hard drinking young adults that actually initiated this habit earlier than previous generations. However, a new study, "The 5th Annual College Explorer Study," from Alloy Media, conducted by Harris Interactive, sheds new light and breaks with this myth once and for all - as reported in eMarketer 13th July.

The online study was conducted in the United States using 1800 University students and found that this much fought after market segment, was actually prepared to award companies, which respect green issues, with their loyalty. This is very much in tune with the ideology behind the surge in social media whereby trust and transparency have become key factors in evaluating a brand.

When asked about factors that drive their purchase decisions, 33% of the students said they prefer brands that are environmentally safe or are connected to a cause.

Socially responsible ranked higher than brand image and celebrity endorsed brands when analyzed against discretionary spending. Moreover, 24% named a purchase this year based on the brand’s social consciousness.

The 2006 Alloy U Award winners for "Top Socially Responsible Brands," according to University Students, are:

As the University student market, with increased importance as they become early adopters in an IT world, continues to grow, their sights have focused in on social issues. Brands will have to rethink their brand positioning and campaigns in the coming year, according to Dana Markow of Harris Interactive.